New York Times’ T Brand Studio Launches “The Selects” Directors Program, Looks For Advertising Stars

The New York Times is looking to provide more creative voices for brands’ advertising needs. The publication’s custom advertising content studio, T Brand Studio, is hosting “The Selects” program to spread awareness of up-and-coming directors in the realm of native and video advertising.

Through “The Selects,” five directors with previous client-based advertising work will have the chance of being promoted by T Brand Studio in front of brands throughout the rest of 2015. This honor includes having each director’s work shared via social media, as well as a dedicated section on The New York Times website for the creators’ work.

In a general sense, The New York Times’ program resembles the one launched by New Form Digital, the digital production studio from Ron Howard, Brian Grazer, and Discovery Communications. That company debuted its Incubator series back in October 2014 (the second round will debut in May 2015). New Form’s initiative resulted in select creators’ ideas being developed into web series.

However, the T Brand Studio program differs from New Form’s path by focusing on branded content and native video advertising only. The five winning directors of “The Selects” program will have the chance to propose and film their own ideas for brands who work with T Brand Studio. And the production house has worked with some very high-profile high-profile companies, including Volvo, Cole Haan, the New York City Ballet, and Netflix. That kind of branding clout can easily help “The Selects” directors establish a successful career in video advertising.

Directors interested in being selected for T Brand Studio’s “The Selects” program can submit a video or reel of no longer than five minutes via a Vimeo link. Potential candidates must also write a short piece of 500 words or less on why they are unique among all other directors and what new ideas they can bring to native advertising.

You can read more of “The Selects” rules and submit your entry on the New York Times’ website. The deadline to enter is April 4, 2014 at 11:59 PM EST. You can also email theselects@nytimes.com for more information.